3 Secrets to AligningSales & Marketing
Dreamforce 2019
Tracy EilerCMO - InsideView
@tracyleiler
Damien SwendsenVP of Sales - InsideView
@dswendsen
Kelsey CarricatoSDR Manager - InsideView
@kelseykericks
Guest Speakers
$$$$$$$$$$$$$$$$$$$$$$$$$
Exec Team
Operations Sales & Marketing
Marketing Segmentation + Planning
Sales + Marketing AccelerationCustomer Data Management
Who isInsideView?
The 3 Secrets to Alignment
•People
•Technology & Data
•Key Alignment Metrics
ALIGNMENT(a hot topic getting hotter)
Why? B2B Buying Behavior Has Changed Forever
Sources: Forrester - Sellers Reign in the 21st Century, published by Mary Shea; CEB, Harvard Business Review
90%of decision makers
do not respond to cold calls or emails
prefer doing own research to engaging with
a sales rep
84% 57%of the way through their buying process before
talking to sales
The B2B Buyer Has Higher Expectations
Buyer is in charge; they expect a consumer-like experience
Alignment between sales, SDR, and marketing is more critical than ever
Requires tightly orchestrated motions and consultative selling
Content must be relevant and personalized
Shift from ‘volume game to ‘targeted engagement model’
1
2
3
4
5
Long-termSegments
Leads are individuals Top of funnel
Campaign metrics
But Sales & Marketing Have a Different Focus
This quarterAccounts, titles, people
Buyer groupsSales velocity
Quota attainment
Attitudes and Stereotypes
unrealistic expectations
party planners
no follow-up
no sense of urgency
bullies
don’t listen
don’t understand our pressures
pipeline measurement unfair
leads are worthlesswon’t use systems
aren’t accountable
Short attention span
No wonder we still don’t get along.
The 3 Secrets to Alignment
•People
•Technology & Data
•Key Alignment Metrics
Secret #1 -- Sales Development Team
SDRs Can Play Many Roles
SDR SDR SDR SDR
Develop outreach strategies for new prospects, breaking into
accounts to drive pipeline
creation
Customer outreach campaigns, partnering
with sales/CSMs to
increase account
engagement & upsell
Qualify inbound leads, book demos & meetings
to develop pipeline for
sales
Special projects: competitive take-out,
ex-customer win-back,
etc.
Qualify leads, engage with accounts, generate pipeline
Repeatable Process
Source: Forrester Research, Inc., “Build An Adaptive, Efficient Process To Elevate Leads To Revenue,” March, 2016
SDR
Where Should SDR Team Report?
Message control from the startProvide complete service to salesCreate the sales reps of the future
Better feedback on campaignsMore experimentation
Recruit & retain in their imageCareer path (perception)More visibility into sales processTighter personal relationshipsCloser to revenue
Make every touch a “give”
Use social touches plus phone/email
Get email marketing best practices from marketers
Take the time to personalize approach
Use human language -- not marketing spin
SDRs -- the Human Touch
SDR Certificate 15-month journey
300 SDR learning hours
Employer Projects
12 months coaching
Community
of industry peers
2% of 1000s of
applicants
SV.Academy/Employers
Hiring Tip
Diverse, Trained SDRs New Group Ready for Employment Dec 1!
Topics
•People
•Technology & Data
•Key Alignment Metrics
The Traditional Funnel
Consequences of Bad Data
Find Engage Close Grow
Wasted effort from old and rrelevant data
Wasted money paying for duplicate records Poor lead-to-account mapping
causes ABM problems
Poor sender reputation
Lost revenue opportunities from incorrect lead routing
Territory misalignment
Poor reporting
Inability to have productive upsell conversations
Secret #2 - A Single, Accurate View of the Customer
of marketers plan to increase their investment in data management
Source: Forrester Research — Predictions 2020: B2B Marketing and Sales
62%and 38% do NOT
Data Management is in Our Control
short list key sales tools https://vendorneutral.com/certified-vendors/Tech Stack Tip
Build YOUR tech stack TOGETHER
Topics
•People & Process
•Technology & Data
•Key Alignment Metrics
Measures Across the Buyer Journey
VISITORContent performance and usageLift in website traffic
MQLCampaign effectivenessLead Nurturing
SQLSDR productivitySDR created pipeline vs. sales
OPPORTUNITY PIPELINE
Pipeline & Account engagementLength of sales cycle
CUSTOMER ADVOCATE
Win rateNew logo and renewal/upsell
Pipeline by Account
Contribution Across the Team
Data Health
Secret #3 -- Categories to Measure Alignment
Data Health Pipeline & Account Engagement
Sales Productivity & Velocity
New Revenue & Renewal/ Upsell
Do your teams regularly meet and give feedback?
Does sales share account plans with marketing?
Does sales pull marketing into prospect meetings?
Has marketing shared the details of lead scoring?
You May Have a Fundamental Trust ProblemTake this test
Is marketing transparent about the ROI of campaigns?
Back at the Office…Use your SDR team as the nexus point for alignment
Measure trust with teams and take action
Keep your funnel definitions and scoring up-to-date
Focus on pipeline as your key metric
Invest in data management and target account selection
Alignment Checklist
Let’s Talk!
Tracy EilerCMO - InsideView
@tracyleiler
Damien SwendsenVP of Sales - InsideView
@dswendsen
Kelsey CarricatoSDR Manager - InsideView
@kelseykericks
GO TO www.insideview.com/dreamforce2019/
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